A brief rundown of the most common personalization technologies, what they're normally used for, and the pros and cons associated with them.
Five years ago, I wrote a lot about personalization. Let's return to the topic to look at personalization technologies. The landscape has changed so much in the last few years that finding technology companies that just make products centered around these technologies is often difficult. Many have been bought by large CMS (define) or other platform companies. (If you're a personalization technology vendor, contact me, as I'm compiling a list for a future column.)
Personalization Technologies: An Overview
While most people know what collaborative filtering is, many don't realize it's only one of many technologies used for personalization. Depending on the problem, many technologies (most from the artificial intelligence world) exist to solve those problems. Finding vendors that aren't just academic groups for some of these technologies is difficult, however.
Here's a brief rundown of the most common technologies, what they're normally used for, and the pros and cons associated with them. Note: some companies have found workarounds for the cons I list. I list the cons here that are traditionally associated with the raw algorithms, understanding that products built around these algorithms do their best to mitigate these cons.
Vendors and Other Technologies
Are you using other technologies to enable personalization? Are you a personalization vendor specializing in one of the above technologies or a different one? If so, contact me. If there's sufficient interest in this topic, I'll write individual columns about each technology, along with the appropriate vendors.
Until next time...
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Jack Aaronson, CEO of The Aaronson Group and corporate lecturer, is a sought-after expert on enhanced user experiences, customer conversion, retention, and loyalty. If only a small percentage of people who arrive at your home page transact with your company (and even fewer return to transact again), Jack and his company can help. He also publishes a newsletter about multichannel marketing, personalization, user experience, and other related issues. He has keynoted most major marketing conferences around the world and regularly speaks at Shop.org and other major industry shows. You can learn more about Jack through his LinkedIn profile.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.